Advertising research is a detailed and systematic gathering, recording, and analysis of data to improve the efficiency of advertising. Advertising research also decides the success of an advertising campaign to know how customers respond to particular advertising.
The purpose of advertising research is to establish a brand image, create Awareness, Knowing the consumer's attitude, develop creative ads, effective ads to influence consumers, improve brand image, etc.
Scope of Advertising research
1.) Increases awareness
2.) Analyzes changing market
3.) Advertising Communication
4.) Provide Feedback
5.) Provide Results
1.) Increases awareness
Advertising's purpose is to make the customer aware of the company and its products. Advertising research on the opposite side is to make the company aware of its target market and target customer, which helps in building effective advertising.
2.) Analyzes changing market
If a company want to grow in the long run the company needs to know their customer. Customer attitude also changes with the change in the market or environment, because new and innovative products are launched by the companies on a daily bases. Advertising research helps the company to analyzes these changes to know about the changing attitudes of customers.
3.) Advertising Communication
Advertising's purpose is to communicate the product or brand with its target or prospective customer. Successful communication of messages can be measure by increasing awareness about the product, changing the attitude of the customer, taking some action by the customer regarding the product.
4.) Provide Feedback
Advertising does not end after execution company has to check that they got the desired result or not. It is an attempt to measure that the investment in creating the advertising has resulted in attaining the goals and provide satisfaction to the consumers. Advertising research provides feedback to the company about the effectiveness of advertising.
5.) Provide Results
Evaluation of advertising refers to the activity of comparing the actual results of advertising to the established standard to know the real value of the advertising performance.
It helps to know that message reached the target customers or not. It can be done at any stage, in starting, in the middle, or at the end of the advertising.
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